76% of Internet users say that customer reviews and ratings have an impact on their purchasing decisions (source: Partoo, 2022). You’re probably one of them. When it comes to comparing two products and making a choice, reviews are your best friend. But do you know how to share your own? Read on to find out...
76% of Internet users say that customer reviews and ratings have an impact on their purchasing decisions (source: Partoo, 2022). You’re probably one of them. When it comes to comparing two products and making a choice, reviews are your best friend. But do you know how to share your own?
Read on to find out how to give your opinion on a product. Written reviews, videos, photos… The possibilities are endless. Ready to get started? Follow this guide!
What is a product review?
Do you want to share your experience after a purchase? You have several options:
- Brand reviews: ratings and reviews about your buying experience (online or in-store) and the company
- Product reviews: ratings and reviews about a specific product you bought
These types of customer reviews are essential and go hand in hand, as they help consumers form an opinion. They are drivers of trust and reassurance. Especially when the reviews are reliable and authentic! Brand and product reviews collected by certified solutions, such as Verified Reviews, are all linked to a proof of purchase.
Let’s take an example. You buy some cosmetics products from your favorite store: face cream, conditioner, deodorant, etc. A few days later, after you’ve had a chance to test them, you get an email with a satisfaction survey.
When you share a rating or a review on each of the products, you set a virtuous cycle in motion. Customer feedback helps brands to continuously improve their products and better meet customer expectations. Good reviews also strengthen a brand’s reputation. And finally, online reviews help future customers make a purchase. It’s a win-win!
Beyond a Trend: Fostering Lasting Engagement Through Product Reviews
The consumer’s voice carries more weight than brand content… In 2024, this trend looks set to continue. 92% of consumers think reviews are more reliable than ads (source: IFOP study for Guest Suite, 2023). As consumers lose interest in traditional advertising, trust in UGCs is increasing.
UGC, or User Generated Content, is content created by customers… for customers. This content comes in the form of videos, photos, or written reviews. According to Stackla (2019), consumers are 2.4 times more likely to say that UGC is more authentic than brand content. Especially in times of inflation, when customers are more careful about what they spend their money on… Hence the importance of transparent advice from satisfied (or dissatisfied) customers!
As you will have guessed, consumers have become brand ambassadors. Customers are no longer passive buyers; they are engaged in the decision-making process and post-purchase actions. This trend has led to an increase in customer reviews (in particular, product reviews), as consumers want to share reliable and transparent feedback.
When you post a product review, you become an ambassador and influencer for the products you buy… Did you know that, according to a Northwestern University study, product quality reviews increase the likelihood of a purchase by 79%? You can help your peers make the right choice… Find out how to create your first product reviews.
The Different Types of Product Reviews
Product Photos
Let’s circle back to the previous example. You’ve bought some cosmetics, including a revolutionary face cream that you want to recommend to others. The first option is to take a photo and share it on social media.
Product photos are the most widespread forms of UGC. Visual UGC is said to be 33% more effective at building consumer trust than other types of User Generated Content (source: Nesto, 2022). Product photos can be one photo, a carousel, a montage, etc. They can be published on Facebook, Instagram, Pinterest, or even a personal blog.
Brands can also use these product photos with the customer’s permission. Many companies add these authentic photos to their product pages. This technique builds trust and authenticity which is the most important factor for 88% of consumers when choosing a brand (source: Stackla, 2021).
For example, La Redoute invites its customers to share photos of products they’ve bought (furniture, home décor, etc.) on social media, with a specific hashtag and tag. These publications are then shared and added to the product pages so that potential buyers can see them in a real-life setting… Which speeds up the decision-making process!
Product Videos
According to a Cisco report, 82% of content published on the Internet in 2024 will be videos. This is no surprise since video is one of the most popular and engaging formats today. Especially ones showcasing or trying out products since, with the rise of online shopping, fewer people go to physical stores. Online product videos are visually appealing, authentic, and easy to watch on mobile devices, making it easier for consumers to visualize products and their benefits.
Nowadays, consumer videos come in several different forms. The most widespread are live streams on social media platforms such as Instagram or TikTok. During these live videos, customers present their latest purchases and answer other consumers’ questions.
Another, even more ephemeral format is stories. This entertaining and engaging content is only available for a few hours on Instagram, TikTok, YouTube, or Snapchat.
Finally, videos can also be published on consumers’ YouTube, Instagram, and TikTok accounts. These videos are available for longer, appealing to both brands and consumers, who can watch them anytime.
Among these videos, those promoting products tend to be tutorials, hauls, product tests, etc. Some sectors even have specific trends, such as ‘get ready with me’ videos to promote make-up or clothes, etc. And even testimonials from sportsmen and women, like Van Rysel.
Decathlon Van Rysel wanted to raise the profile of cycling and show the quality of its bikes in an innovative way. Find out how the brand gave real cyclists a voice, enabling them to share their experiences and opinions in a series of videos with Skeepers. The videos were then optimized and published on the brand’s e-commerce product pages and YouTube channel.
Written Reviews
According to Statista (2023), 32% of consumers prefer to read online reviews and testimonials before making a purchase. This type of review is particularly effective when it comes to products. Especially when these reviews include a rating and a written testimonial. 82% of French people believe that they are reliable!
To collect written reviews, brands can either prompt customers post-purchase (via a satisfaction survey) or gather spontaneous reviews (on non-verified sites). Prompted product reviews are reliable because each one can be linked to an actual purchase. These verified reviews tend to be more positive; when a company reaches out to a customer post-purchase (especially a trusted third party such as Verified Reviews by Skeepers), the average rating is 4.34/5. Yet, when an Internet user leaves a spontaneous online review, the average score is 3.89/5, a difference of 0.45 points (or stars).
Once collected, brand and product reviews are moderated, approved, and posted online. They can appear on a brand’s certificate page, product pages, or social media account. Reviews and ratings are concise, so they’re easy to identify and quick to read. In just a few seconds, potential customers can compare different authentic reviews and form their own opinions.
According to a YouGov study (2022), most online reviews are positive (66%), rather than negative (19%). Either way, brands are not allowed to delete reviews, unless they are offensive or fail to comply with the legal framework for customer reviews. So, any Internet user can access this social proof during their shopping experience.
Take Bricozor, for example. On each product page, potential buyers can read reviews linked to a particular product. You can filter the reviews by score or by date. The comments include information about the quality of the product or its use. The brand also mentions the solution they use to collect these transparent reviews, and the various buyers have a ‘verified’ status. Ideal for building potential customers’ trust while giving existing customers a voice!
So, there you have it! You now know how to share your opinion on a product you’ve bought. Whether an online or in-store transaction, sharing feedback is becoming a consumer habit. More and more people are turning into spontaneous influencers and making their voices heard.
Do you want to join the movement and create your own UGC? Written reviews, product photos, social media videos… You choose. Every review counts!
